Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue

[EN] Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategie...

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Detalles Bibliográficos
Autores: Nieto García, Marta, Muñoz Gallego, Pablo Antonio, Viglia, Giampaolo, González Benito, Óscar
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2020
País:España
Institución:Universidad de Salamanca (USAL)
Repositorio:GREDOS. Repositorio Institucional de la Universidad de Salamanca
OAI Identifier:oai:gredos.usal.es:10366/162230
Acceso en línea:http://hdl.handle.net/10366/162230
Access Level:acceso abierto
Palabra clave:Self-presentation
Social distance
Revenue
Peer-to-peer accommodation
Airbnb
Sharing economy
5311.05 Marketing (Comercialización)
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spelling Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation RevenueNieto García, MartaMuñoz Gallego, Pablo AntonioViglia, GiampaoloGonzález Benito, ÓscarSelf-presentationSocial distanceRevenuePeer-to-peer accommodationAirbnbSharing economy5311.05 Marketing (Comercialización)[EN] Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategies that maximize their revenues remain uncertain. In line with construal-level theory, a self-presentation strategy that reduces social distance might increase sellers’ revenues. An empirical validation, based on 6,074 Airbnb listings, affirms that self-presentation that evokes social values leads to higher revenues. The length of the self-presentation also exerts a notable impact. Specifically, an inverted U-shaped effect on revenues reaches its peak at 424 words. This research has rich managerial implications, in that it demonstrates how sellers on peer-to-peer platforms can increase their revenues simply by emphasizing social values in their self-presentationThe author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The authors acknowledge the financial support received from the Ministerio de Ciencia, Innovación y Universidades, Spain (ref. ECO2017-82107-R).Sage Publications202520252020info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionhttp://hdl.handle.net/10366/162230reponame:GREDOS. Repositorio Institucional de la Universidad de Salamancainstname:Universidad de Salamanca (USAL)InglésECO2017-82107-RAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:gredos.usal.es:10366/1622302026-06-07T06:28:51Z
dc.title.none.fl_str_mv Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
title Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
spellingShingle Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
Nieto García, Marta
Self-presentation
Social distance
Revenue
Peer-to-peer accommodation
Airbnb
Sharing economy
5311.05 Marketing (Comercialización)
title_short Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
title_full Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
title_fullStr Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
title_full_unstemmed Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
title_sort Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue
dc.creator.none.fl_str_mv Nieto García, Marta
Muñoz Gallego, Pablo Antonio
Viglia, Giampaolo
González Benito, Óscar
author Nieto García, Marta
author_facet Nieto García, Marta
Muñoz Gallego, Pablo Antonio
Viglia, Giampaolo
González Benito, Óscar
author_role author
author2 Muñoz Gallego, Pablo Antonio
Viglia, Giampaolo
González Benito, Óscar
author2_role author
author
author
dc.subject.none.fl_str_mv Self-presentation
Social distance
Revenue
Peer-to-peer accommodation
Airbnb
Sharing economy
5311.05 Marketing (Comercialización)
topic Self-presentation
Social distance
Revenue
Peer-to-peer accommodation
Airbnb
Sharing economy
5311.05 Marketing (Comercialización)
description [EN] Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategies that maximize their revenues remain uncertain. In line with construal-level theory, a self-presentation strategy that reduces social distance might increase sellers’ revenues. An empirical validation, based on 6,074 Airbnb listings, affirms that self-presentation that evokes social values leads to higher revenues. The length of the self-presentation also exerts a notable impact. Specifically, an inverted U-shaped effect on revenues reaches its peak at 424 words. This research has rich managerial implications, in that it demonstrates how sellers on peer-to-peer platforms can increase their revenues simply by emphasizing social values in their self-presentation
publishDate 2020
dc.date.none.fl_str_mv 2020
2025
2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10366/162230
url http://hdl.handle.net/10366/162230
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv ECO2017-82107-R
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Sage Publications
publisher.none.fl_str_mv Sage Publications
dc.source.none.fl_str_mv reponame:GREDOS. Repositorio Institucional de la Universidad de Salamanca
instname:Universidad de Salamanca (USAL)
instname_str Universidad de Salamanca (USAL)
reponame_str GREDOS. Repositorio Institucional de la Universidad de Salamanca
collection GREDOS. Repositorio Institucional de la Universidad de Salamanca
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812455

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